Research shows average response rates to be 5-15%. This statistic is very misleading since the kind of permission email campaign is never qualified. Is this clickthrough or conversion? House file or Acquisition?

House file campaigns will generally result in higher click-through and conversion rates. Acquisition campaigns can reach higher plateaus only if a proper test-measure-refine methodology is in place.

		Depends on what type of action the targeted audience is requested to take
		Click-through rates tend to be 3 - 5% for phase one (test phase)
		Registration is easier than a sale
		Use CRM to reconnect and build on the impulse relationship
		Business-to-Business response rates are typically lower but can result in a higher Lifetime Value (LTV)

		Pages must load properly and quickly
		Ensure all links work before email launch
		Is "landing page" what visitor expects
		Deliver the offer
		Do not request too much
		Use advanced tracking to monitor drop-off

		Objective
		Discount
		Free trial downloads
		Branding - offer a premium
		Traffic - offer content
		Use sweepstakes to lure registrants

Relevant audience categories

		Single biggest factor is driving response rates
		Must be relevant and meet permission guidelines
		Utilize the experience of the list source

The Offer

		Second biggest impact on response rates
		Keep it simple
		Strong call to action
		Law of Diminishing Returns: the more you request, the lower the results
		Have a "landing page" at the site
		Deliver on the offer

Creative Aspects

		Strong "call to action" in subject line
		Keep it short - under 300 words
		Personalize
		Make message content scanable
		State benefits versus listing features
		Do not assume HTML works better
		Test

		Subject lines
		Frequency